Paramedics are warning shoppers not to hurt themselves or each other in the clamour for Black Friday bargains.

Last year one woman in the North West suffered head injuries when a TV fell on her as retailers fired the Christmas shopping starting pistol with cut-price discounts.

The North West Ambulance Service said Black Friday had previously led to “distressing scenes as some mild-mannered shoppers have turned into rowdy bargain hunters with scuffles and scrums in the aisles, desperately trying to get their hands on the discounted goods”.

Black Friday is an American tradition that sees shops slash their prices on the first Friday after Thanksgiving to kick-start the Christmas shopping period.

The tradition made its way to Britain and led to chaotic scenes in some places as bargain hunters fought for goods and stampeded through supermarkets.

Derek Cartwright, the ambulance service’s director of operations, said: “We all remember the awful and chaotic footage from last year as people were hurt by being pushed over and trampled on as they hurried to get their hands on discounted electronics and goods.

“Hopefully this year people will be more mindful when attending the sales and understand the consequences of their actions as a fight over a cut-price television is not worth a risk to your health, resulting in a call to 999.

“As large crowds gather at these events we would expect retailers to put in place the necessary security provisions to keep everyone safe so that our ambulance crews aren’t called out to injuries which are easily prevented. “By doing this we will then be free to attend to those with a life-threatening or serious condition and are in most need of our help.”